A common claim nowadays is that consumer scepticism, advertising clutter, consumer affluence, a distorted balance between sender-medium-reciever etc. is considerably lowering the effect of traditional big-bang product launches, making it harder and taking it longer for a product to reach a decent userbase. Seth Godin (who’s books everyone in marketing should have read by now) have summed up a short och to the point formula for success for developing and launching new products. I took the liberty to complete the list with a couple of relevant books on how to actually accomplish each step.
- Create something worth making (Purple Cow by Godin, Re-imagine by Peters, Art of the start by Kawasaki)
- Sell something worth talking about (All marketers are liars by Godin, Selling the dream by Kawasaki, Unleashing the ideavirus by Godin)
- Believe in what you do because the big break might take a while (Tipping point by Gladwell)
- Don’t listen to the first people that give you feedback (Blink by Gladwell)
- Don’t give up. Not for a while, at least (Jane Eyre by Brontë)
Good luck!
Tags: advertsing, Entrepreneurship, Marketing + Advertising, sethgodin
